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Recommendation Agents? I don’t Know Any and I don’t Trust Them!

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Simoni F. Rohden

    (Portuguese Institute of Marketing Management Lisbon, IPAM Lisbon)

  • Diully Garcia Zeferino

    (Unisinos Business School)

Abstract

Tools that use artificial intelligence in order to improve consumer experiences and automate processes, such as recommendation agents (RAs) have been widely adopted by companies. However, the use of this type of technology can increase a user’s perception of a risk to data privacy. This article aims to go in more depth into what is known about the variables that impact this perception of risk related to RAs. By way of an exploratory stage with in-depth interviews followed by a survey, it was possible to identify how aspects such as a concern with data and the perceived risk in online shopping increase the sense of a risk to privacy. Consumers are generally unaware of how recommendation agents work, and it makes them unsure as to their usability and purpose. Consumer trust, however, mediates this relationship by mitigating the negative effects of risk perception.

Suggested Citation

  • Simoni F. Rohden & Diully Garcia Zeferino, 2022. "Recommendation Agents? I don’t Know Any and I don’t Trust Them!," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 1-8, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_1
    DOI: 10.1007/978-3-031-05728-1_1
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